# S2E40 Voice of the Customer, Using Questions, and the Technology Adoption Life Cycle Curve | Ted Newill

- Show: [Being an Engineer](https://hardwarepodcasts.com/podcast/being-an-engineer)
- Published: 2021-09-17
- Length: 40m
- Episode: 40
- Page: https://hardwarepodcasts.com/podcast/being-an-engineer/2021-09-17-s2e40-voice-of-the-customer-using-questions-and-the-technology-adoption-life-cyc
- Listen: https://teampipeline.us/medical-device-success-ted-newill/

## Summary

Ted Newill, founder of Medical Device Success and SRD Vision, discusses the critical importance of 'Voice of the Customer' and the Technology Adoption Life Cycle Curve for medtech startups. He explains how engineers can bridge the gap between regulatory approval and commercialization by identifying early adopters and key opinion leaders before launch. Newill also shares advice on managing the pressure of venture-funded environments and the necessity of empathy and listening when collaborating with marketing and sales teams.

## Chapters

- [0:41](https://hardwarepodcasts.com/podcast/being-an-engineer/2021-09-17-s2e40-voice-of-the-customer-using-questions-and-the-technology-adoption-life-cyc#t=41) Introduction and Business Overview
- [4:44](https://hardwarepodcasts.com/podcast/being-an-engineer/2021-09-17-s2e40-voice-of-the-customer-using-questions-and-the-technology-adoption-life-cyc#t=284) Voice of the Customer and Health Economics
- [9:16](https://hardwarepodcasts.com/podcast/being-an-engineer/2021-09-17-s2e40-voice-of-the-customer-using-questions-and-the-technology-adoption-life-cyc#t=556) Bootstrap Methods for Customer Discovery
- [11:19](https://hardwarepodcasts.com/podcast/being-an-engineer/2021-09-17-s2e40-voice-of-the-customer-using-questions-and-the-technology-adoption-life-cyc#t=679) Engineering vs. Marketing Communication
- [18:12](https://hardwarepodcasts.com/podcast/being-an-engineer/2021-09-17-s2e40-voice-of-the-customer-using-questions-and-the-technology-adoption-life-cyc#t=1092) Selling Ideas and Identifying Pain Points
- [21:35](https://hardwarepodcasts.com/podcast/being-an-engineer/2021-09-17-s2e40-voice-of-the-customer-using-questions-and-the-technology-adoption-life-cyc#t=1295) The Technology Adoption Life Cycle Curve
- [25:26](https://hardwarepodcasts.com/podcast/being-an-engineer/2021-09-17-s2e40-voice-of-the-customer-using-questions-and-the-technology-adoption-life-cyc#t=1526) Bridging the Chasm to Early Majority
- [31:49](https://hardwarepodcasts.com/podcast/being-an-engineer/2021-09-17-s2e40-voice-of-the-customer-using-questions-and-the-technology-adoption-life-cyc#t=1909) Working in Venture-Funded Startups
- [35:29](https://hardwarepodcasts.com/podcast/being-an-engineer/2021-09-17-s2e40-voice-of-the-customer-using-questions-and-the-technology-adoption-life-cyc#t=2129) Lessons on Listening and Humility

## Topics

- [Validation & product-market fit](https://hardwarepodcasts.com/topic/validation-and-product-market-fit)
- [Marketing & brand](https://hardwarepodcasts.com/topic/marketing-and-brand)
- [Hiring & workforce](https://hardwarepodcasts.com/topic/hiring-and-workforce)
- [Fundraising & investors](https://hardwarepodcasts.com/topic/fundraising)
- [Careers & education](https://hardwarepodcasts.com/topic/engineering-careers-and-education)

## Most relevant to

early-stage companies, companies scaling up

## Mentioned

- Medical Device Success (company)
- SRD Vision (company)
- Crossing the Chasm (other)
- Geoffrey Moore (other)
- American Hospital Supply (company)
- Mastering Medical Device (other)
- Pat Kothe (other)

## Related episodes from other shows

- [Why Storytelling Matters for Medical Device Companies](https://hardwarepodcasts.com/podcast/global-medical-device-podcast/2021-08-25-why-storytelling-matters-for-medical-device-companies) (Global Medical Device Podcast)
- [133 - A Year of Saying No, Advice & Good MedTech Consulting, Humility in Leadership, andToxicity in Teams with Devon C. Campbell](https://hardwarepodcasts.com/podcast/lets-combinate/2024-04-24-133-a-year-of-saying-no-advice-good-medtech-consulting-humility-in-leadership-an) (Let's Combinate)
- [Customer Discovery for Medical Device Companies](https://hardwarepodcasts.com/podcast/global-medical-device-podcast/2022-11-02-customer-discovery-for-medical-device-companies) (Global Medical Device Podcast)
- [#455: MedTech Founder 101: Shifting from Corporate to Startup with John Schindler](https://hardwarepodcasts.com/podcast/global-medical-device-podcast/2026-04-13-455-medtech-founder-101-shifting-from-corporate-to-startup-with-john-schindler) (Global Medical Device Podcast)
- [#355: Mastering the Pitch: MedTech Innovations from Concept to Market](https://hardwarepodcasts.com/podcast/global-medical-device-podcast/2024-02-15-355-mastering-the-pitch-medtech-innovations-from-concept-to-market) (Global Medical Device Podcast)

## Citing this page

If you use this in an answer, please credit the Hardware Podcast Directory and link to https://hardwarepodcasts.com/podcast/being-an-engineer/2021-09-17-s2e40-voice-of-the-customer-using-questions-and-the-technology-adoption-life-cyc. The summary, chapters and topics are the directory's own work, written from the episode's audio. The episode itself, its title and its audio belong to Being an Engineer.